Nothing in this world beats a delicious slice of chocolate. But what is the most well-known brand that comes to mind when you think about chocolate? We bet it’s Cadbury! 

In India, the term “Cadbury” has evolved to be identical to chocolate, thanks to the marketing campaign of Cadbury. Although Cadbury is famous for its wholesome range of chocolates, their offerings have expanded over the years to include a variety of confectionery and snack labels under its corporate banner.

For many years, audiences have responded strongly to the innovative commercials produced by the Cadbury advertising team. In this case study on the marketing campaign of Cadbury, we will dive deep into the details of how the business evolved to establish itself as the go-to chocolate brand in the country.

About Cadbury

When it was originally introduced in India in 1948, Cadbury, the second-largest confectionery business in the world after Mars, wasn’t well-known. 1994 saw a rise in its fame thanks to a cleverly designed Cadbury advertising campaign. 

Today, they are the absolute winner in the chocolate industry, mainly due to the marketing strategy of Cadbury, with over 65% of the market share according to Nielsen, and a stunning 40% of the customer base held by Cadbury Dairy Milk only. With well-known brands like Dairy Milk Silk, Perk, Gems, Oreo, and many others, Mondelez India presently specializes in segments such as chocolates, drinks, cookies, and baked goods.

Additionally, according to The Economic Times’ 2020 Brand Equity ‘Most Trusted Brands’ list, the renowned label Cadbury Dairy Milk, which the majority of us grew up enjoying, is one of India’s most trusted names in the industry. And a major share of this success goes to the marketing campaign of Cadbury.

Why Does Cadbury Do Marketing?

Like every other business, the marketing campaign of Cadbury in India is to publicise its goods and boost sales locally. Because of its sizeable population and expanding economy, India is an important market for Cadbury and offers the business numerous prospects for expansion. But the company also has to face fierce competition from both global and local brands.

Cadbury handles this market competition with the help of its various chocolate advertising campaigns. Furthermore, Cadbury has tailored its marketing methods to suit Indian consumers’ regional interests and likings because India is a nation with a diverse culture.

In addition, Cadbury has been active in the Indian market for a long time and has built solid brand recognition there. In a highly competitive industry, Cadbury can strengthen its brand identification and hold onto its market share by continuing to engage in marketing and advertising in India.

Top 10 Marketing Campaigns of Cadbury  

Cadbury India, a global leader in chocolates, has long attracted attention for its cutting-edge and engaging Cadbury branding initiatives. Here are 10 remarkable chocolate branding ads from the past that significantly expanded their customer base.

Recreating the most loved vintage ad to promote gender equality

The younger generation adored the gender switch in Cadbury’s recently updated version of its iconic advertisement. After the 1994 debut of its advertisement featuring a cricket stadium, the brand experienced tremendous growth. This marketing campaign of Cadbury advertising was so successful that they recently revived it. 

In the new chocolate branding commercial, a female cricketer strikes a six, and a cheering male fan rushes onto the pitch. People appreciated the idea, as well as the plain role switch and the emotional dance at the end.

The mysterious #Kahangayicadbury campaign 

Surprisingly, a few days back, the Cadbury symbol had vanished from billboards, newspaper ads, and directional signs, which sparked people’s interest. It hints at a significant mystery that Mondelez India created as part of a Cadbury branding campaign that was backed by a thorough marketing campaign.

Mondelez India later revealed the riddle surrounding the #KahanGayiCadbury chocolate advertising campaign. They aimed to create curiosity among customers and get them to picture a world without Cadbury. This was an excellent introduction to the latest Cadbury product, the Cadbury Chocobakes Cakes. 

Innovative Cadbury Mahapack billboards

The “Cadbury Mahapack,” the newest variety from Mondelez, has been released, and the company has launched a significant OOH chocolate advertising campaign nationwide. The upgrade of Cadbury Dairy Milk to a larger pack was the primary goal of this Cadbury marketing campaign.

In addition to deploying billboards, the company also created a gigantic Cadbury Dairy Milk “MAHA PACK” that was held together by two sumo wrestlers on a truck. During rush hour, this was a definite eye-catcher for commuters, giving the brand its needed impression and stir. 

IPL “Acknowledging the Unacknowledged” campaign

Through its broadcasting agreement with Star Sports for IPL 2020 and its well-liked “Acknowledging the Unacknowledged” campaign, Cadbury Dairy Milk has saluted the superheroes who serve us daily yet go unappreciated. In 2020, the telecast workers who worked tirelessly behind the camera of IPL were recognised for their hard work. 

In IPL 2021, this praiseworthy Cadbury marketing campaign honoured those who supported the Indian cricket players on their journey to excellence in a variety of ways. In IPL 2022, they honoured the ground crew who had helped in conducting the matches and made sure that the IPL experience was as seamless as possible for everyone. 

Inauguration of “The purple room”

Mondelez India, has opened “The Purple Room,” a luxury Cadbury experience area. The Purple Room houses the 3D Cadbury chocolate machine, which allows customers to customise their own box of magnificent 3D delicacies.

The section is located inside the brand-new outlet Freshpik inside the recently opened Jio World Drive (JWD) Mall in Bandra Kurla Complex, Mumbai. The Purple Room is prepared to provide customers with a high-end chocolatey adventure by housing a variety of goods and interesting activities. This is a unique marketing campaign of Cadbury.

The Madbury 4.0 duet campaign

In the most recent edition of Madbury, this chocolate advertising initiative collected 3.2 million submissions from 5000 regions across the nation. This year’s Madbury campaign breaks geographical boundaries as customers from all around the nation set out on this unique gourmet trip to make their own Cadbury. 

With the addition of cooperation and innovation, the company’s marketing is matching up two users from across the nation to collaborate and build their own variation of Cadbury Dairy Milk in edition 4.0. This Cadbury advertising campaign emphasises the company’s commitment to giving Cadbury devotees fresh, original culinary delights.

Cadbury “The wrapper that gives” ad campaign

                                   

Cadbury has traditionally used a multi-channel approach in its marketing campaigns. A notable campaign was “The Wrapper That Gives,” which Cadbury launched in partnership with Reliance Jio. The campaign encouraged people to take a picture of Cadbury chocolate wrappers and receive 1GB of mobile data.

Participants could either keep the data or donate it to the Pratham Education Foundation, which would provide it to underfunded rural schools. Thanks to this initiative, Cadbury was able to meet the data needs of 120 schools in Maharashtra for an entire year.  

Diwali 2022 #Shopsforshopless campaign

Cadbury Celebrations has started a Cadbury branding campaign to support street vendors without fixed establishments in advance of Diwali 2022. In less than a week, a short advertisement clip made as part of the #ShopsForShopless campaign has amassed more than 18 million views on YouTube.

The company added that this year, Cadbury Celebrations would launch online marketplaces called #ShopsforShopless where customers can locate hawkers in their area.

Partnering with Mumbai Indians for the #SayThankYou initiative

The sweet treats giant promotes this noble cause to increase its popularity through Cadbury branding initiatives. Cadbury Dairy Milk, India’s staple chocolate brand, has teamed with Mumbai Indians as their official goodness partner to promote the concept of recognising the unnoticed through the #SayThank You” project.

In order to fund this project, the business will, in conjunction with its NGO partner Nirmana, donate an amount double the total runs made in all Mumbai Indians innings. The brand’s #SayThankYou campaign is centred on the idea of using T20 as a medium to encourage users to express gratitude to individuals who make our days simpler. 

The “Kuch meetha ho jaaye” campaign

In order to improve interpersonal ties and mark its 70th anniversary, Cadbury Dairy Milk launched a holistic marketing campaign with the theme “Generosity.” The videos for this Cadbury advertisement encourage relationships based on kindness and the selfless principles of life. 

A few factors stood out in this chocolate branding campaign, including the fact that Cadbury has long advocated for goodness and giving as a brand. Even though this advertisement was first released in 2018, people still have a lot of fond memories of it.

To wrap up…

The company, which began in England, has become a well-known chocolate brand is largely due to the fact that it is a creative brand that consistently creates original advertising strategies. The business goes above and beyond to enchant the audience and increase customer involvement. The unforgettable Cadbury advertising campaigns from over the years we’ve highlighted above are evidence of the company’s huge popularity.